Senior Paid Social Lead

About the Role:

Gusto is looking for a Paid Social Marketing Lead to own our paid social program end-to-end from brand awareness through conversion across social channels such as Meta, LinkedIn, Reddit, and TikTok. This is a high-visibility, high-impact role at the intersection of performance marketing, creative strategy, and AI-powered workflow design. You'll have full strategic and creative latitude over one of Gusto's most important acquisition channels, with direct influence on pipeline and revenue. If you're a full-funnel paid social operator who thinks in systems, holds creative and data rigor in equal measure, and uses AI as a genuine daily tool, we want to meet you.

About the Team:

You'll join Gusto's Demand Generation team, a high-performing group of performance marketers who care deeply about the craft of marketing and the mission behind it. Within Demand Gen, you'll be embedded on the Paid Acquisition team, a focused group responsible for driving awareness and pipeline through paid media. This team operates with high autonomy, a bias for experimentation, and a culture of cross-functional generosity. We hold ourselves to a high standard, move fast, and genuinely believe that being AI-native is part of what it means to do this job well today.

Here's what you'll do day-to-day:

• Own paid social strategy and execution across Meta, LinkedIn, Reddit, Quora, and Tiktok, driving full-funnel campaigns from brand awareness through retargeting and conversion, with accountability to pipeline and revenue targets
• Manage meaningful budget with rigor including campaign pacing, forecasting, budget-vs-actuals analysis, and making the case for paid social investment in imperfect attribution environments
• Lead creative strategy and testing at scale — briefing creative studios and agencies, structuring meaningful experiments, reading results with precision, and building a clear learning roadmap
• Partner with Web Marketing to align on landing page strategy, message match, and post-click conversion — because paid social performance doesn't end at the click
• Manage agencies and contractors end-to-end, setting clear expectations, reviewing quality, and holding partners accountable to results
• Use AI tools as a consistent, habitual part of your workflow — generating campaign briefs, developing copy variants, accelerating audience research, and building reusable systems that raise the bar for the whole team
• Collaborate cross-functionally with Integrated Marketing, Communications, and Web to align paid social with integrated campaigns, product launches, and earned media moments — and bring performance data back upstream to influence what gets made

Here's what we're looking for:

• 10+ years of paid social experience at a B2B SaaS, performance marketing agency, or high-growth consumer organization
• Full-funnel ownership across two or more major paid social platforms (Meta, LinkedIn, Reddit, Quora, Tiktok) with meaningful budget responsibility and a track record of driving measurable pipeline impact
• Demonstrated experience managing external agencies and/or contractors — setting expectations, measuring performance, and holding partners to a high bar
• Strong creative strategy and testing instincts — you know how to structure a test, distinguish a learning from a result, and translate performance data into creative direction
• AI-fluent in practice, not just in theory — you use AI tools consistently in your day-to-day workflow to accelerate briefs, copy, and analysis, and you're building toward systematizing those habits for your team (Explorer-level minimum; Integrator trajectory preferred)
• Excellent cross-functional collaborator who can translate integrated briefs into paid social strategy, advocate for what the channel needs, and work effectively alongside brand, web, and comms partners
• Analytical and data-driven, with a clear point of view on attribution in imperfect measurement environments and comfort communicating paid social's contribution to business outcomes

Compensation

Our cash compensation amount for this role is $151,020/yr to $180,000/yr in Denver, Phoenix/Scottsdale, Las Vegas, Chicago, and Atlanta, and $177,550/yr to $210,000/yr for San Francisco & New York. The cash compensation range for Toronto is (CAD) $134,285 - $158,000. Final offer amounts are determined by multiple factors including candidate location, experience and expertise, and may vary from the amounts listed above.